The 2015 International Christian Retail Show, launched Sunday, June 28 and running through Wednesday, July 1 in Orlando, Florida, includes a series of new digital-publishing training sessions for international publishers.

The training is a cooperative effort from CBA, Media Associates International and Magazine Training International. Those that finish the eight sessions offered will be given a certificate of completion.

The training was created to help publishers analyze the effectiveness of their current online strategies. Led by Ron Forseth from Outreach Inc., Sunday’s sessions addressed “33 Secrets for Dynamic Online Engagement.”

“Our goal is to have international publishers utilize their digital investment effectively, so that they do not waste money, but have a greater impact,” Forseth said.

We have helped hundreds of organizations rework their digital engagement campaigns, so that they are actually meeting their objectives, and not wasting money, he stressed.

Throughout the breakout session, attendees learned about how to effectively engage with prospects, donors and others. Forseth talked about digital advertising, data capture and social media in the 75-minute session.

Attendee Crystal McMoore, e-commerce specialist and project lead, Billy Graham Evangelistic Association, appreciated the training.

“I wanted to see what some of the Christian retail trends were in the digital realm, because I’ve worked in the secular world with Lane Bryant and American Express, but I’m just now transitioning into the Christian realm, so I want to see what the trends are, and if they differ at all," McMoore said. "It’s pretty exciting because it’s my first year here.”

McMoore said she learned that “less is more” and the “cleanliness of advertising.”

Working in the clothing industry, she was "bedazzled with pictures, and taken away by the models and advertising."

“It’s kind of cool to see how clean some of these advertising designs and layouts are, and the actual click-through rate is better, and you are seeing better engagement as a result of that,” she said.

After the training, McMoore said she plans to incorporate A/B testing and to focus more on relationships.

“Keeping in contact with our customer at least once a week, that’s a biggie to take back,” McMoore said.

Other training topics will include “How to Use Digital Marketing in Both the U.S. and Internationally to Expand the Reach of your Products,” and “The Tools, Marketing Tricks, and Business Models to Make Your Book App a Success."

As part of the expanded international program this year, Sunday morning’s Global Worship Celebration included presentation from Islam expert and global church growth expert Pastor Riann Heyns and praise and worship that was led by Paul Baloche.

Jack Scott, of Scott Training and Marketing, will offer additional free consultation on concepts such as retail marketing and inventory management over the course of the four-day event.

International suppliers and buyers will also connect at the CBA International MarketSquare on the show floor. The focus of the MarketSquare revolves around product sales, licensing and Christian rights as well as forming global partnerships.

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